Brand positioning | Brand storytelling | Pitch development
Team size: 2
THE CHALLENGE
Helped former US principal dancer, Casey Herd, define a brand positioning and articulate a fundraising pitch for his nonprofit organization, Ballet Rising, which is on a mission to make ballet more inclusive and accessible around the world.
MY WORK
- Analyzed existing Ballet Rising materials to understand the foundations of the brand, its origins and current (at the time) brand messaging.
- Researched ballet history and the state of the industry to define the challenge and opportunity the brand could offer.
- Developed 3 potential directions for brand mission, targeting different audiences, needs and brand roles.
- Conducted highly collaborative work sessions with Ballet Rising’s founder to evaluate and choose a desired direction.
- Built a comprehensive brand pitch deck, including talking points, encompassing the brand’s core purpose, its unique value proposition, and a clear roadmap illustrating its intended impact.
THE IMPACT
Using the pitch materials we developed, Ballet Rising invites prospective investors and supporters at fundraising events. After updating their website with the new positioning and impact model, it now provides new media partners and collaborators with essential information about its story and purpose.
